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What if a yogurt was traded under the Tiffany label? Peddy Mergui explores the world of luxury labels and fast moving consumer goods

Artist Peddy Mergui explores the world of luxury brands, design and ethics in the exhibition ‘Wheat is Wheat is Wheat’, currently presented at the Museum of Crafts and Design in San Francisco. The collection of crafted boxes, containers and cases, each bearing a familiar trademark of a well-known brand, is a humorous yet provocative commentary on global consumer culture and the importance of packaging. A common product suddenly becomes way more appealing if traded under a well-known label. The idea of applying luxury labels to fast moving consumer goods recently got the attention of creatives and designers. Last march Karl Lagerfeld set the Chanel’s fashion show in a Chanel grocery store he created “ad hoc” for the event, designing a whole range of Chanel-labelled products to display. Photographer Steve Kraitt in his series “designer drugs” investigates the addiction caused by luxury brands, presenting some of the most famous labels within the luxury industry in the form of common pills.